When the world was first introduced to Diane von Furstenberg’s versatile wrap dress in 1974, the World Wide Web was purely the stuff of science fiction. Now as the signature piece marks its 40th anniversary, the designer is diving head first into the digital realm in a concerted attempt to ensure the silhouette stays relevant in the new millennium. A cavalcade of celebs and social media mavens have been enlisted to tweet, upload Instagram photos, as well as blog about their experiences being wrapped up in different versions of the dress.
According to Fashionista, everyone from Emma Roberts to Coco Rocha is jumping on the promotional bandwagon. So be prepared to be inundated with behind-the-scenes snaps and styling how-to clips as these designated ambassadors strive to inspire the tech savvy to reach back into the fashion archives. This new media saturation follows closely on the heels of von Furstenberg’s wrap-centric Fall 2014 show in February and LACMA’s ongoing Journey of a Dress exhibition.
It remains to be seen if a little star power will go a long way or if this year-long blitz will simply get lost in the heavily trafficked information superhighway.